Scientific Games, the world’s largest lottery games provider, agreed to a strategic partnership agreement with the NBA to provide NBA-licensed instant scratch games to U.S. lotteries.
Scientific Games will collaborate with U.S lotteries to create second-chance promotions, prizes for NBA-themed scratch games
As part of the new, multi-year agreement, Scientific Games will work with U.S. lotteries to help create custom second-chance promotions and experiential prizes to market their NBA-themed scratch games.
According to the news release, lotteries can also work with local NBA teams in their states to create team-specific games via sponsorships. The Massachusetts Lottery, perennially ranked No. 1 worldwide for instant scratch game sales, is the first to feature an NBA-branded scratcher under the Scientific Games agreement.
Moreover, the Massachusetts Lottery launched an NBA Champion Boston Celtics-themed game on Nov. 19. The Mass Lottery is ranked No. 1 in the U.S. for retail sales in this category, with total sales of $1.6 billion since the introduction of its first sports-themed ticket in 2006.
“The Celtics are one of the most iconic franchises in all of sports and we are thrilled to commemorate their most recent championship with a ticket that offers their passionate fanbase the opportunity to win up to one million dollars and a variety of experiential and merchandise prizes,” said Mark William Bracken, Executive Director of the Massachusetts State Lottery.
Global lottery company services 150 lotteries in 50 countries
Additionally, Scientific Games provides retail and digital games, technologies, analytics, and services to 150 lotteries in 50 countries, including nearly every North American lottery.
Of course, the NBA has a rich history of legendary stars, game-changing plays, storied rivalries, and team dynasties. It is the most innovative league in sports, helping drive the growth of the sport around the globe.
Tina Hoover, VP Licensing for Scientific Games, said: “We are excited to welcome the NBA back into the lottery category. The NBA has a loyal and passionate fanbase, which makes the brand perfect for lottery games that appeal to players in communities across a state.
“Each game can be customized to a lottery’s home market. Best of all, sales from the games will benefit the lottery’s good cause programs in those same communities.”
In fiscal year 2024, licensed branded games created by Scientific Games for North American lotteries represented $2.6 billion in retail sales.
Furthermore, the company is a leading global provider of iLottery solutions, digital lottery games, mobile apps, player loyalty programs, and customer relationship management programs.
